According to an article on The Next Web, popular Black Eyed Peas rapper and producer Will.I.Am has been hired on at Intel as Director of Creative Innovation. His responsibilities will include collaborating with the manufacturing company on “many creative and technology endeavours across the ‘computer continuum’”. What does that mean? Apparently, he’s going be helping Intel design their gadgets – laptops, tablets, and smartphones.
Of course the question everyone is asking is, “Is this just another case of celebrity mascot or does Will.I.Am really have something to offer Intel beside a face and name?” According to VP and chief marketing officer Deborah Conrad, “It’s imperative that Intel and our innovations are kept in front of the global youth culture that embraces new devices and new forms of communication and entertainment.” But that really doesn’t answer the question. So I suppose we will have to wait and see.
You have to admit, Will.I.Am is an interesting choice for Intel. I mean, the company has never exactly been associated with “cool” – Apple, yes; Intel, not so much. So the move feels like a surprising one, but it also feels a bit clever –Will.I.Am and the Black Eyed Peas have worldwide popularity and he is a face well-known to a lot of people. Hopefully, it’ll work out for the company.
Of course, in addition to helping with gadget design Will.I.Am is also going to be producing music for Intel. So it wouldn’t surprise me if we don’t start hearing a new hipper version of the Intel tune before too long.